Saylor URL: http://www.saylor.org/books Saylor.org
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[1] Patricia Moore, “Smells Sell,” NZ Business, February 2008, 26–27.
[2] Carol J. Gaumer and William C. Leif, “Social Facilitation: Affect and Application in Consumer Buying
Situations,” Journal of Food Products Marketing 11, no. 1 (2005): 75 –82.
[3] Anna S. Matilla and Jochen Wirtz, “The Role of Store Environmental Stimulation and Social Factors on Impulse
Purchasing,” Journal of Services Marketing 22, no. 7 (2008): 562–67.
[4] Allan Bird, “Retail Industry,” Encyclopedia of Japanese Business and Management(London: Routledge, 2002),
399–400.
[5] Jacob Hornik and Giulia Miniero, “Synchrony Effects on Customers’ Responses and Behaviors,” International
Journal of Research in Marketing 26, no. 1 (2009): 34 –40.
[6] “Wal-Mart Unveils Plans for Own-Label Revamp,” Financial Times, March 17, 2009, 15.
[7] Stephanie Rosenbloom (New York Times News Service), “Where Have All the Shoppers Gone?” Fort Worth Star-
Telegram, March 18, 2009, 5E.
[8] Alyson Ward, “Products of Our Time,” Fort Worth Star-Telegram, March 7, 2009, 1E.
3.3 Personal Factors That Affect People’s Buying Behavior
LEARNING OBJECTIVES
- Explain how a person’s self-concept and ideal self affects what he or she buys.
- Describe how companies market products to people based on their genders, life stages, and ages.
- Explain how looking at the lifestyles of consumers helps firms understand what they want to purchase.
The Consumer’s Personality
Personality describes a person’s disposition as other people see it. The following are the “Big Five”
personality traits that psychologists discuss frequently: